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Popsicle-Advertising-Plan.Pdf Table of Contents Part 1: Situation Analysis Company Analysis Brand Analysis Market Analysis Target Market Analysis Competitive Analysis Part 2: Market Research Objectives Research Results Consumer Insights SWOT Analysis Part 3: Creative Strategy Positioning Statement Creative Brief Campaign Concepts Creative Work Media Tactics Part 1: Situation Analysis Company Analysis Company Description Parent Company: Unilever A multinational consumer goods company that owns over 400 brands ● World’s largest ice cream producer (2 billion Popsicles sold annually) ● Two billion people use/consume Unilever products daily: ○ Home, personal care, food products Brands & Products Food Products: Personal Care: Sales Analysis Current Sales Analysis ● 2012: Unilever controlled ⅕ of the $85 billion Ice Cream/Frozen Treat market ● Sales/Revenue: Decreased after 2012 Market Share Top Ice Cream/Frozen Treat Firms Worldwide in 2012 ● Unilever Group - 19.60% ● Nestle S.A. - 13.10% ● General Mills, Inc. - 2.10% ● Other - 65.20% Company Revenue Philanthropic Strategies The Unilever Foundation partnered with 5 leading global organizations: ● Oxfam ● Population Services International (PSI) ● Save the Children ● UNICEF ● World Food Programme Foundation’s mission: To improve quality of life through the provision of hygiene, sanitation, access to clean drinking water, basic nutrition, and enhancing self-esteem. Brand Analysis Product features: Product benefits: ● 30 variations of shapes, sizes, and flavors ● Wide variety of flavors to satisfy personal ● Six different categories (Popsicle, Yosicle, preferences (health conscious, chocoholics) Creamsicle, Fudgesicle, On The Go, and ● Convenient to eat with one hand Better For You) ● Can be bought, eaten, and enjoyed during any ● Co-branding with Air-heads, Jelly Belly, Sour time of the year Patch Kids, Jolly Rancher, and Nickelodeon ● A box of Popsicles can be shared with friends, ● Packaging advertises children’s shows/films family, and loved ones (Spongebob, Avengers) ● Helps cool you down on a hot summer day ● Must be refrigerated to enjoy ● On a stick and individually wrapped Pricing & Distribution Average price per product: ● $3.79 Distribution Channels: ● Unilever’s Master Distributor ○ TransCold Distribution Ltd. ■ Deliver to supermarkets, smaller scaled stores, and independent companies Past Product Promotions ● Traditional Print ● Comic Book ● Television Current Product Promotions ● Facebook: 1.3M likes ● Website ● Twitter: 83K followers ● Television ○ No recent commercials Brand Services Offered Support Services ● Fast and efficient customer service ● Website offers phone number and email address Customer Relationship Management ● Respond to comments and complaints on social media in timely fashion ● Website offers email newsletter, gives product nutrition facts, and has the “Where to Buy” option to help consumers locate products in-store Brand Equity ● Overall Strength of Brand → Brand Preference ● Quality I Price I Variety Market Analysis Industry Size ● Ice Cream/Frozen Treat Industry ■ Decrease in sales since 2011 ■ Expected to increase 11.1% in 2016 ■ Impulse Ice Cream segment accounts for 13.6% of the market ■ Unilever accounts for 19.6% of the Ice Cream market Seasonality Seasonally ● Highest sales: Summer (June - August) ● Lowest sales: Fall/Winter (September - February) Geographically ● Most sales: Southwest ● Least sales: Northeast Opportunities & Threats Opportunities: Threats: ● Co-Branding with entertainment ● Market Rivalry companies (Nickelodeon) ○ Frozen Treat market is a high ● Merging with specialty candy volume and low margin sector companies (Jolly Rancher, Sour ● U.S. Frozen Treat market has Patch Kids) experienced fairly weak growth since ● Many distribution channels 2011 ● Appealing to consumers of all ages ● Competitors with healthier options with their social media campaigns ● Generic and store brands offering and packaging same type of product for lower price Industry Trends Trends ● Increase of health conscious options ● Increasing channels of distribution Leaders in the Market ● Nestle S.A. ● Unilever ● Blue Bell Creameries ● Wells Enterprises, Inc. Target Market Analysis Target Market Approach ● Differentiated Approach ○ Primary consumers (children) ○ Secondary consumers (parents) ● Children influence the parent to purchase the product ● The brand’s advertising targets the children ● Popsicles are considered an “impulse” buy Target Market Specifics Demographics: Psychographics: ● Gender: Female ● Light magazine readers (AARP, Better Homes ● Age: 25-54 years old and Gardens, Family Circle, Good Housekeeping, National Geographic, People) ● Ethnicity: White ● Heavy newspaper readers (Metro-Puck, USA ● Education: No college Weekend) ● Occupation: Professional ● Light radio listeners (weekdays 6am to 10am) ● Heavy Prime Time TV watchers (ABC Family, ● Household Income: $75,000 - $149,999 CNN, ESPN, The Discovery Channel, Food ● Region: Southern U.S. Network, Fox News Channel, The Weather ● Marital status: Married Channel, TBS, TNT) ● Children’s age: 12-17 years old ● TV show types (Early morning/evening weekday news, College football, news specials) ● Cable and HBO subscribers ● Light internet users (Gmail, Yahoo, iTunes, Pandora, Wikipedia, WebMD, Amazon) Target Market Demographics: Psychographics: Characteristics of Targeted Consumers Needs ● Consumers seek frozen treats in the warmer seasons Benefits ● Product is available in-store all year round ● Variety of flavors are always available Consumer needs are being met and people purchase Popsicle because of its ideal price and quality. Product Usage Who is using the product? When do they use the product? ● Mothers buy the product and ● Popsicles can be eaten any time their children consume the of the year, but consumers product prefer to buy product during warmer seasons Why do they use the product? How is the product used? ● To children, Popsicles are ● Product is eaten on hot summer considered to be a dessert/treat days or used to soothe a sore throat Product Positioning ● Customers favor Popsicle products over generic and competitor’s products because of the variety of products and flavors being offered ● Consumers have positive attitude towards brand and overall product category ○ According to social media and product reviews Social Media Engagement Quantitative Analytics: ● Popsicle.com has relatively low traffic and data ● Website ranks 713,609th ● Mostly positive comments from social media users ● People explain their love for the brand and the different ways Competitive Analysis Direct Competition: ● Nestle ○ Edy’s Fruit Bars ○ Total market share = 3.67% ● Jel Sert ○ Fla-Vor-Ice ○ Total market share = 37.7% Competitor Product Attributes Jel Sert’s Fla-Vor-Ice: Edy’s Fruit Bars: ● Made with artificial flavors and ● Made with real fruit real fruit juice ● Available in a variety of flavors: ● Available in a variety of flavors: ○ Coconut, grape, lemon, ○ strawberry, berry punch, lime, mango, pineapple, grape, tropical punch, lemon peach, pomengranate, lime, and orange raspberry, strawberry, ● Available to purchase in bulk tangerine, and veggie ● Lower calorie/less sugar options flavors available ● Flavorful with ½ the fat and ⅓ less calories than competitor ice pops Competitor’s Promotion Jel Sert’s Fla-Vor-Ice: Edy’s Fruit Bars: ● No recents advertisements, print ads, ● Website showcases different or commercials products and gives nutrition facts ● Website showcases products and ● Facebook: 553,594 likes features recipe ideas ● Twitter: 4,565 followers ● Facebook: 174,247 likes ● Instagram: 600 followers ● Twitter: 1,600 followers Competitor Media Costs/Distribution Jel Sert’s Fla-Vor-Ice: Edy’s Fruit Bars: Media Costs Media Costs ● No money is currently being spent on ● No commercials, just print ads advertising ● Media costs unknown ● Social media is used to promote ● In 1991, $1 million was spent with BBDO Distribution Distribution ● Available for purchase online and in ● Available at large chain grocery stores, large supermarkets/grocery stores supermarkets, and specialty stores ○ Walmart, Target, Jewel ○ Walmart, Target, Walgreens Services Offered Jel Sert’s Fla-Vor-Ice: Edy’s Fruit Bars: ● Website gives their contact ● Exceptional customer service information ○ Quick and kind responses ● Responsive to people on Twitter and ● Immediate responses to people on Facebook within a few hours all social media platforms ● Website contains links to their social media sites, contact information, and a “Flavor Locator” Competitive Strengths/Weaknesses Jel Sert’s Fla-Vor-Ice: Edy’s Fruit Bars: Market Share Market Share ● Ranks 1st in the Ice Pop category ● Ranks 6th in Frozen Novelty category Target Market Perception ● Consumers have positive attitude Target Market Perception ● Very little interaction/feedback on ● Consumers have positive attitude social media ● Rated #2 in Frozen Treats by Shespeaks.com reviews Research and Development ● No new products being introduced Research and Development ● Fruit and Veggie bars are being introduced with fewer calories Competitive Trends Jel Sert’s Fla-Vor-Ice: Edy’s Fruit Bars: ● Big competitor because company ● Newer, healthier options are has been around since 1926 available ● Product is popular and more practical ● Nestle is the biggest parent brand due to its availability in bulk within Frozen Treat market ● This brand has more positive reviews and comments via social media Part 2: Market Research Objectives Purpose of this research: ● To determine which demographic to target (parent,
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